Four tips for cultivating relationships with journalists

MEDIA COMMUNICATION Although PR experts are well-versed in professional communications work, only a few of them maintain sustainable relationships with journalists. The PR platform Mynewsdesk provides tips on how PR professionals can improve their relationships in the future.

1. the schedule at a glanceIt's no secret that journalists are pretty busy people. They have interviews to conduct, research to do, deadlines to meet. So just ask them when and how they would like to be contacted and stick to it later. And please don't be offended if a journalist breaks off a personal conversation or phone call with you. They probably have to finish writing a text or are working on a story that cannot be delayed. Set a good example and respond quickly and professionally if you receive an inquiry from a journalist by e-mail, telephone or text message. And if you are unable to respond promptly, let them know why and when they can expect a reply.2. relevant and interesting informationBefore you send a press release to journalists, make sure that it fits into their range of topics. Otherwise your message will fall flat or even generate resistance. Study the thematic areas of interest of individual journalists by following them on social media platforms. If a journalist has a soft spot for dogs, it is highly likely that they will share your story about a fundraising campaign for street dogs in need. One thing you should always keep in mind: provide clear, precise and concise information that will positively surprise your journalistic counterpart.3. personalityIt may be a mistake to cultivate an overly friendly relationship with journalists because it could cross a moral line. But if you only contact them to get a story, they will quickly see themselves as a mere means to an end. Do it differently and build lasting relationships with as many journalists as possible. Congratulate them on their birthdays, ask them how their family is doing and simply arrange to meet up without meaning to. This will make you stand out from the crowd of PR professionals.4. trustworthy source of informationLet your journalist colleagues know that they can contact you at any time if they are working on a story that affects their industry. In this way, you can support journalists with the right background information, interesting contacts and statements on current events. You may not only benefit from a more intensive collaboration, but also from a mention in the article, which in turn will enhance your reputation.